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关键词： 促进销售   案例集   媒体价值   生活电器   线下活动   媒介购买   独播剧   挑战麦克风   黄金资源   整合传播  

摘要： 事实上,无论媒体强调收视率还是主张影响力,我们深深明白,在广告主看来,媒体价值的本质在于给企业带来切实的利益——提升品牌、促进销售。正因如此,湖南卫视的过去和未来,始终与企业品牌的壮大发展紧密的联系在一起,在最现实的层面诠释共赢的真谛。

关键词： 广告投放   中国互联网   费用   排行榜   品牌   广告投入   市场规模   数据显示  

摘要： 全行业广告投放：广告投入增速放缓，市场规模趋于稳定 根据艾瑞咨询网络广告监测系统iAdTracker的最新数据显示，2012年9月全行业广告投入预估费用约为23．4亿元，较8月增加约657万元，环比增长0．3％，同比增长13．7％，在8月广告大幅攀升后重新延续6、

关键词： 品牌定位   品牌服装   运作策略   整合传播   战略课题   产品定位   现代服装   整体广告策划   目标消费者   战略  

摘要： 服装广告是连接服装企业与市场的桥梁,是展现服装品牌文化的窗口,广告在服装品牌的创建与发展中发挥了重要的传播作用。现代服装广告已从传统的产品广告向形象广告转化,从单一策划向整合传播策划转化。加入WTO之后,我国服装企业正面临新的机遇和挑战,广告作为服装品牌建设的重要手段,已经被中国的服装企业重视并采用,但与国外的服装品牌相比我国的服装广告还存在着许多问题。因此,加大对服装广告的理论研究是时代赋予中国服装企业的一个新的战略课题。广告是对企业或企业产品的品牌定位进行宣传以使商家达到盈利目的的一种宣传方式,它可以突出产品定位的差异性,突出产品名称的标识,使消费者不断感觉到品牌的优势,通过建立个性化形象来强化品牌定位。企业要在市场竞争中占据更有利的地位、取得更好的效益,就要把广告运作当成一项长期性、战略性的工作来抓。

关键词： Sensory preference   Self-referencing   Positive affect   Brand attitude   Qualitative method  

摘要： This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and whether such mediation effects differ across various ad formats. Study 2, a case approach, attempts to derive core sensory concepts through qualitative techniques as applied to an established specialty coffee brand. The results indicate that self-referencing and positive affect both have significant mediating effects between sensory appeal preferences and attitudes toward a coffee brand. Moreover, the finding that sensory preferences enhance ad effectiveness using particular delivery platforms sheds important insights on creative strategies for sensory ads. As a result of qualitative techniques that elicited metaphoric images regarding the specialty coffee brand, this research found that sight was the most influential sense. In the end, this paper discusses the implications concerning synaesthetic assumptions made and tested in this research as well as the broader applicability of the sensory approach to advertising effectiveness. (C) 2011 Elsevier Inc. All rights reserved.

关键词： advertising   car brand   preferences   non parametric statistics   Romanian youth  

摘要： TV advertising is regarded as one of the most persuasive forms of influencing consumer preferences, encompassing the largest budget amount compared to other forms of promotion. TV advertising used to promote world-known car brands has major strategic management implications for manufacturers, distributors, etc. the rule on this market is the ultimate goal of any of the automotive brands. Romanian car market has many features, the massive purchase of second-hand cars (mostly German brands) to the positive response to the government program - “Rabla” (scrapped car scheme), intended to withdraw the polluting vehicles by providing vouchers to purchase a new car. Based on literature and researches it is proved that young consumers are more receptive to TV advertising. To test whether there are statistically significant differences among young people (depending on faculty attended, year of study, specialization, gender, etc.) regarding the preferences for TV advertisements promoting Dacia Logan car brand compared to other car brands, we used non parametric statistical methods such as the Friedman test, Spearman and Kendall correlations, Mann-Whitney U test, Kolomogorov-Smirnov test, Kruskal-Wallis test, as well as chi – square test.

关键词： brand image   spokesperson's credibility   advertising frequency  

摘要： Advertising has been playing a critical channel of communication between enterprises and consumers. To reinforce consumers’ impressions of advertising, enterprises, based on their brand image, strive for the right spokesperson for their products or service. However, in addition to brand image and spokespersons, advertising frequency that can impress general populace is also a factor to affect the consumers’ attitude to the advertisement. This paper discusses not only the effect of brand image and spokesperson's credibility but also the effect of advertising frequency on consumers’ attitude. This study was conducted by the experimental design. The study sample comprised 457 college students. Analysed by ANCOVA, the results showed that the brand image and the spokesperson's credibility both had a significantly positive influence on consumers’ attitude to advertising. Moreover, advertising frequency was significantly influential, too. Theoretical and practical implications of this study were stated for future study.

关键词： 应用经济学   同济大学   学科点   博士点   20世纪90年代   经济学专业   产业经济学   国际贸易学  

摘要： 一、学科点简史 同济大学应用经济学学科建设始于20世纪90年代中期，1996年设立产业经济学和劳动经济学专业硕士点，1998年设立国际贸易学专业硕士点，2000年以后先后设立金融学、区域经济学和财政学等专业硕士点，2006年经同济大学研究生院批准设立一级学科硕士点，2011年获一级学科博士点。经过十几年的建设，

关键词： 药物经济学研究   专业委员会   药物经济学评价   评价方法   中国中药   医疗体制改革   医疗保险制度   基本药物目录   评价体系   循证医学  

摘要： [专业委员会成立背景]当前我国正处于医疗体制改革、国家基本药物目录制度全面实施、医疗保险制度亟待完善的重要时期,国家主管部门希望出台能够遴选优势产品、评定优质优价、指导临床合理用药的研究评价体系;医药企业希望参照能够评价产品的竞争优势、核心价值的评价方法;中药药物经济学研究者也希望参考能够指导药物经济学评价工作开展的操作规范。